An expanding health system
Originating from Utah, Intermountain Health is the most extensive health system in the Mountain West. As it expanded its presence into the region through acquisition, it had the opportunity to radically transform its relationship with its patients while staying competitive and top of mind in a consolidating landscape. We were tasked to consolidate all regional websites into a cohesive experience better suited to patients' needs.
Impact at scale
The challenge required a fundamental brand and UX transformation at a large scale. So, I took a drastically customer-centric approach. The first step was understanding the patient's relationship to their health and the household dynamics around it. It became clear that the relationship between patients and healthcare institutions had to change.
We had to create an experience that was empathetic, energizing, and adaptable so customers could feel valued, understood, and in control at all times. Intermountain had to become a health partner, working with people toward their best health.
To deliver at scale, I broke down the program into workstreams according to the patient's needs. Each workstream team continuously tested and iterated their solutions with customers and integrated with agile teams for delivery.
We also created a multi-platform design system that helped internal teams redesign intranet, patient portals, and mobile apps. I still needed to signal change and differentiate Intermountain from the competition. We selected a critical user journey brand exploration for that effect and tested multiple creative hypotheses with patients to assess brand perception.
I wanted to see how positive and energetic we could be without disrupting care access. We landed on a vibrant and empowering brand expression that put the patient-provider relationship on equal terms.
Outcomes
We successfully combined five regional websites into one integrated experience. This integration led to a 70% increase in logged-in sessions, a 12% increase in appointment conversion rate, and over 10% in organic search traffic.
Patients feel energized and positive while finding critical information when they need it the most. They can now navigate care services through a condition-centric structure, non-linear care pathways, and clear descriptions of what to expect and who to talk to. We also dramatically improved the booking flow for doctor appointments and editorial content findability.
